Global Washington


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Global Washington

  1. The Networked Nonprofit<br />Beth Kanter, CEO ZoeticaBeth’s Blog <br />Global Washington, February, 2011<br />
  2. Beth Kanter<br /><br />
  3. Introduction<br />Introduce yourselves and your organizations<br />3 Words<br />
  4. Share Pairs<br />How is your organization currently using social media?<br />What is your organization’s biggest social media challenge?<br />What is your organization’s most exciting social media accomplishment?<br />
  5. If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.”<br />Inspiration<br />
  6. What is<br />Strategy<br />Measure<br />Improve<br />Listen<br />Participate<br />Promote<br />Publish<br />Build<br />Network<br />
  7. BuildNetwork<br />Participate<br />Listen<br />Promote<br />Publish<br />Low Engagement<br />Content Intensive<br />No Engagement<br />Broadcast/Share<br />High Engagement<br />Original concept by Beth Kanter – remix by Aliza Sherman<br />
  8. Share Pair: Where is your nonprofit? What do you need to move forward? <br />Strategy<br />Measure<br />Improve<br />Listen<br />Participate<br />Promote<br />Publish<br />Network<br />
  9. What’s the value? How much time?<br />Nonprofit CEO<br />Photo by edyson<br />
  10. ROI: Crawl, Walk, Run, Fly<br />Results<br />Impact<br />$<br />Investment<br />Interaction<br />Insight<br />Number of Months Strategy, Measure, Improve<br />
  11. Survey: Please share one story about how social media has brought value to your organization …..<br />
  12. Spreading awareness about a program to drive traffic or downloads ….<br />
  13. Promoted Community Action Project grant social media channels. For each new FB post or "like”, we promised to donate a book to a baby through our partner Reach Out and Ready.This effort resulted in the following successes:331 users accessed information about the new grant22% increase in traffic to web siteFacebook fan +16% increase in Facebook Fans (948)Twitter follower +5% (1108)<br />
  14. Mobilize Supporters<br />
  15. “Social Media helped to galvanize response that helped us break a Guinness World Record for largest food drive in a 24-hour period.”<br />
  16. Direct impact on ticket sales<br />
  17. “We created a flashmob and promoted it with facebook, youtube, and twitter effectively.  This directly increased our ticket sales.”<br />
  18. Survey: Social Media Challenges<br />No Strategy<br />Capacity Issues<br />Culture Not OpenLacks Measurement <br />
  19. Overview<br />Three ThemesSocial CultureSimplicityTransparency and Free Agents <br />
  20. What is a Networked Nonprofit?<br />
  21. Why become a Networked Nonprofit?<br />
  22. Complex social problems that outpace the capacity of any individual organization<br />Photo by uncultured<br />
  23. In a networked world, nonprofits need to work less like this<br />Source: David Armano The Micro-Sociology of Networks<br />
  24. And more like this ….<br />With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks<br />
  25. Some nonprofits are born networked nonprofits, it is in their DNA ….<br />
  26. Social Culture: Not Afraid of Letting Go Control<br />
  27. Social Culture: Everyone Uses Social Media To Spread Mission<br />
  28. Other nonprofits make that transition more slowly<br />
  29. The Networked Nonprofit <br />
  30. What resonated?<br />What have you thought about before?<br />
  31. Three Themes: Mindshifts<br /><ul><li> Social Culture
  32. Simplicity
  33. Transparency</li></li></ul><li>Social Culture<br />Everyone in the organization uses social media to engage people inside and outside the organization to improve programs, services, or reach communications goals.<br />
  34. Loss of control over their branding and marketing messages<br />Dealing with negative comments<br />Addressing personality versus organizational voice (trusting employees)<br />Make mistakes<br />Make senior staff too accessible<br />Perception of wasted of time and resources <br />Suffering from information overload already, this will cause more<br />
  35. The Black Smoke Monster on LOST<br />
  36. What are the conversation starters about social media fears that your organization needs to have?<br />
  37. Describe results versus tools<br />
  38. Leaders Experience Personal Use<br />
  39. Joyful funerals<br />
  40. What needs a Joyful Funeral to make space for social media in your organization?<br />
  41. Do experiments to see what works<br />
  42. Source: @clairew<br />
  43. Source: @clairew<br />
  44. Source: @clairew<br />
  45. Source: @clairew<br />
  46. Codify to Scale: Social Media Policy and Operational Guidelines<br />
  47. Codifying A Social Culture: Policy<br /><ul><li> Encouragement and support
  48. Why policy is needed
  49. Cases when it will be used, distributed
  50. Oversight, notifications, and legal implications
  51. Guidelines
  52. Identity and transparency
  53. Responsibility
  54. Confidentiality
  55. Judgment and common sense
  56. Best practices
  57. Tone
  58. Expertise
  59. Respect
  60. Quality
  61. Additional resources
  62. Training
  63. Operational Guidelines
  64. Escalation
  65. Policy examples available at</li></ul>Source: Charlene Li, Altimeter Group<br />
  66. Your organization has a social culture if ….<br />Treats skepticism as a conversation starter, not stopper<br />Leaders understand the power behind the tools<br />Leaders are open to reverse mentoring if needed<br />Describe results<br />Try it and fix it approach vs blame game<br />Value learning<br />
  67. Reflection:<br />How social is your organization’s culture?<br />NOT AT ALL<br />VERY<br />Somewhere in between? <br />Flickr photos by heydee and intherough<br />
  68. You want me to start Tweeting too? <br />Simplicity: From scarcity to abundance …<br />
  69. Simplicity: Leverage your networks …<br />Flickr photo by vmaiden<br />
  70. What could your organization do less of?<br />
  71. Who is going to do the work?!<br />But social media takes time …<br />
  72. Build Community<br />Participate<br />Listen<br />Promote<br />Publish<br />Low Engagement<br />Content Intensive<br />No Engagement<br />Broadcast/Share<br />High Engagement<br />+<br />+<br />+<br />+<br />30 min/day<br />30 min/day<br />30 min/day<br />3-5 hrs/wk<br />5-10 hrs/wk<br />Original concept by Beth Kanter – remix by Aliza Sherman<br />
  73. Three Models<br />How does your organization implement social media? <br />
  74. Make them part of your team<br />Tasks<br />Social Media Overview<br />Account Creation/Customization<br />Social Media Research<br />Template Creation<br />Blog Monitoring<br />Blog Drafts<br />Video<br />Post Facebook Content<br />Answer comments on Facebook<br />Collect measurement data<br />Don’t do this to your intern ….<br />
  75. Oh Look, A Squirrel!<br />ADOLAS<br />
  76. Checking too often – too many followers – read every tweet - <br />
  77. Transparency<br />Networked Nonprofits consider everyone inside and outside <br />of the organization resources for helping them to achieve their goals<br />
  78. The Nonprofit Fortress<br />
  79. Transparent<br />Sponges<br />
  80. Do we have to share everything?<br />Flickr by uncorneredmarket<br />
  81. If everything was open, what would you close? Keep share?<br />
  82. Before I built a wall I'd ask to knowWhat I was walling in or walling out,And to whom I was like to give offense.Something there is that doesn't love a wall, that wants it down.<br />- The Medning Wall, Robert Frost <br />Who are you trying to keep out?<br />
  83. Use social media tools to organize, mobilize, raise funds, and communicate with constituents but outside of institutional walls <br />
  84. “I can’t single-handedly end global poverty, but I can take actions and inspire others.” <br />Shawn Ahmed<br />
  85. “The problem is that YOU are the fortress.Social media is not my problem: I have over a quarter million followers on Twitter, and 2.1 million views on YouTube. I have a hard time having you guys take me seriously. “<br />
  86. Thank you!<br /><br />